Mother’s Day accounts for one-fourth of the floral purchases made for holidays. According to the Society of American Florists, more than a third (38%) of adults (43% of men; 34% of women) bought flowers or plants as gifts for Mother’s Day 2012. PriceGrabber says this trend will hold true as 40% of consumers plan to buy flowers to honor mom.
Must be scary for florists, knowing that so much of your income depends on such a short window.
PriceGrabber put together this lovely infographic to show us how Mother’s Day is likely to go in 2013:
Most consumers are looking to spend under $100 on mom and I’ll try not to take that as a measure of worth.
The National Retail Federation has a brighter outlook. They say consumers will spend an average of $168.94 on mom, up 11 percent from last year’s $152.52. Total spending is expected to reach $20.7 billion.
What’s in the Box?
Those who decided against flowers were almost evenly split between gift cards, clothing and jewelry.
15% planned on bringing mom up to speed with new tech.
When those planning to give a tech gift were asked to select the types of tech-related presents they expect to buy, 46 percent said a tablet, 27 percent selected a smartphone, 20 percent noted a computer, 13 percent chose a camera, and 11 percent said an e-reader.
NRF’s survey came up with similar results:
The survey found 14.1 percent – the highest in the survey’s history – of shoppers this Mother’s Day will spend more than $2.3 billion on electronics, up from $1.6 billion last year, and more than one-third (34.4%) of gift givers will buy jewelry, spending a total of $4.2 billion, up from $3.7 billion last year.
More tech means more people surfing your sites and reading your emails on mobile. . . . and let’s not forget all those app downloads. (Is your company mobile ready. . . I ask for the thousandths time.)
Online – Offline
54% of consumers in PriceGrabber’s survey said they’ll be buying their gifts online. The caveat here is that PriceGrabber surveyed online shoppers, so they’re already predisposed to virtual shopping.
In the “what a surprise” category we have this:
When consumers were asked to select all of the retailer tactics that will entice them to buy a product or a service for Mother’s Day, 55 percent said free shipping. The second most attractive retailer tactic was price cuts, with 44 percent of the vote, while 41 percent of consumers indicated coupons.
22% of shoppers said they will not be influenced by retailer tactics. I have no idea what that means but if you were planning on using “tactics”, don’t bother.
Whether you’re on the selling or getting end of Mother’s Day, I wish you the best.